You likely create some amazing radio: interviews, bits, amazing callers, and even complete shows. We live in an on-demand world, so we can no longer have the mindset of “they better listen or they’ll miss it.” The content we create can’t live on air alone. If your station isn’t repurposing on-air content for your website, you’re leaving audience engagement and SEO benefits on the table. The good news? Much of the work is already done—the key is simply packaging it smartly for the web.
Here are five actionable ways your station can breathe new life into what’s already happening on-air:
1. Turn Interviews and Call-Ins into Blog Posts with Audio Embeds
That compelling morning interview or heartfelt listener call doesn’t have to be a one-and-done moment. With a little editing and context, these segments can become evergreen blog posts.
- Embed the original audio.
- Include a brief summary or quotes from the conversation.
- Add a featured image and some SEO-friendly tags.
Not only does this boost your website’s content library, it gives your guests and callers a reason to share it with their own circles—extending your reach.
2. Use Transcripts for SEO-Rich Content
Search engines and the new AI browsers can’t “hear” your audio—but they can read. Providing transcripts of your segments allows your great content to be indexed, improving visibility for local searches and keywords. It’s especially useful for news stories, guest interviews, and commentary.
Bonus: Transcripts also make your content more accessible, which helps with SEO and ADA compliance.
3. Post Curated Audio Highlights Daily or Weekly
Create a recurring “Best Of” or “In Case You Missed It” feature on your website. Highlight your most entertaining or informative segments, add a short intro, and include an audio embed.
This content is perfect for:
- Morning show recaps
- Local news updates
- Sports highlights
- Community conversations
Use these as easy social media and newsletter content too—“Listen back to the top 3 moments from today’s show!”
4. Create “Best Of” Pages for Recurring Segments or Features
Have a recurring segment that listeners love? It deserves a home on your site.
- Build a dedicated landing page for segments like “Pet of the Week,” “Friday Feud,” or “Ask the Mayor.”
- Update it regularly with new episodes and audio clips.
- Include sponsor mentions, calls-to-action, or contest details.
These pages not only make content easier to find—they also help with time-on-site and ad impressions.
5. Promote Repurposed Content in Email Newsletters and Social Media
Don’t just post and hope. Actively drive traffic to your repurposed content:
- Feature clips and articles in your weekly email blast.
- Post teasers or soundbites on social media with direct links.
- Encourage talent to share content personally—audiences love behind-the-scenes access.
The more visible your on-air content becomes online, the more your station remains top-of-mind between broadcasts.
Your on-air content is valuable—it’s what sets your station apart. Repurposing it for your website not only extends its lifespan, it deepens audience connection and unlocks new monetization opportunities. Better yet, start thinking about how you’re going to use the content before you make it – something I like to call “pre-purposing content.” Start small if needed, but start. Your website shouldn’t just support your station—it should amplify it.
We want to help your radio station grow and succeed online. That journey starts with an amazing website that keeps visitors coming back often. Reach out to us to start your path to online success, or schedule an appointment to see our tools in action.